but between what we know in what we don't do this environments. >> host: would you say it is more so cheer than a dozen in other countries? >> guest: absolutely. alcohol is usually cheap in this country. in canada we have monopolies, liquor monopolies. a fairly firm hand on pricing. but here, all bets are off. i'll close thereof. i come to a policy conference here in north america where some of the best brains working on the issues. and yet, the public's appetite for understanding this is small. >> host: i hear you saying there is a great deal of environmentalists chatterji that could utilize, maybe not necessarily capitalized on. >> guest: exactly. >> host: okay, okay. assertive messages can be incorporated across the last and for females that could reach the impact of risky drinking quite >> guest: well, i think in canada we had drinking guidelines, not in 2011. and with it, my drinks per week there was a lot of pushback of the women i know. save nine drinks a week, are you kidding me? what if i have four or five on a saturday night in four or five on friday night? i am already ove